Organizations rushing to ensure their brand's mobile availability may have taken a tactical approach to implementation, but strategically approaching mobile can enable greater returns on a similar investment and subsequent mobile projects. Here are some strategic considerations for delivering products, services, and information to mobile constituents. 

1. Who, Why, and What? Ask yourself these key questions: who are you attempting to engage through the channel, and why are they engaging you through this channel? What experience will satisfy their needs? What outcome will support your core business? Will you be informing and/or transacting with this person? 
2. Mobile Behavior. Mobile users generally engage for a very specific purpose. Ensure that access to information, services, and products is streamlined. Arriving on a mobile site through search only to be asked to search again frustrates users. 
3. Mobile Is Broad. After establishing the audience and goal, review technology requirements to support them. Do you need a mobile Website, native mobile application, or both? Do you need to support multiple devices? Know the difference between native mobile and mobile Web. 
4. Social Strategy. Users are more likely to trust reviews from peers than marketing information from a vendor. If you are selling products or services, be sure to make social integration part of your strategy. 
5. Content Management. Consider a shared content platform strategy for Web and mobile projects. Fresh, consistent content is important for high-quality experiences.